Branding update: Finnegans shows off packaging for Hoppy Shepherd

Finnegans is an awesome, self-sustaining and inspirational social business. Through the sale of its craft beer, Finnegans has created an innovative business model that allows the company to create community wealth — 100 percent of its profits are donated to the Finnegans Community Fund (501c3) to support hunger alleviation programs in every market where FIinnegans is sold. The organization has scaled giving program to Minnesota, Wisconsin, North Dakota, South Dakota and Iowa.

Pretty awesome. Just as awesome: Finnegans released the latest addition to its craft beer portfolio, Hoppy Shepherd session ale, which is making its way to liquor stores and pub taps with the help of Martin Williams.

“This is Finnegans first hop-forward beer offering,” said Steve Casey, VP and group creative director at Martin Williams. “And as it turns out, if you stare at a hop long enough, it starts to look like a little sheep. And that became the inspiration for the name and logo design.”

We are not sure how many Hoppy Shepherds you need to imbibe before hops turn into little sheep, but we like the concept and are determined to see this natural Magic Eye for ourselves. But before we do, lets check out the new packaging.

The logo features three sheep with hop bodies, each wearing a halo as a nod to Finnegans’ mission of doing good as the first beer company in the world to give 100 percent of its profits to hunger alleviation programs.

“The bottle labels feature a bold Irish plaid pattern, which is a design element that we carried through everything,” continued Casey. “With over 100 craft breweries in Minnesota alone, we wanted to make sure the six-pack bottles looked like nothing else on the shelves.”

Martin Williams created the name, logo and package design, as well as tap handles, T-shirts, posters and coasters for the point of sale. The agency also gave it a digital presence on the Finnegans website and social platforms.

Hoppy Shepherd session ale joins Finnegans’ craft beer portfolio as a year-round offering to team with the flagship Irish Amber, along with limited release Dead Irish Poet Extra Stout and a soon to be announced summer release. Hoppy Shepherd will be available throughout the Midwest in Minnesota, Wisconsin, North Dakota, South Dakota and Iowa.